Writing persuasive copy: construction technique

In the second part of our series on writing persuasive copy, we look at how to construct your copy to make it work for your business.

It doesn’t matter what the mechanics are, the copy has to be constructed effectively and with punch to make your audience sit up and take notice.

Here are some of our tips to making your copy sizzle:

Design structure to suit purpose – you should rarely use the same copy for every method of communication. The audience may be the same, but you should appreciate and understand that Twitter, Facebook, print articles, blogs and email newsletters all require tailored copy and structure. SEO plays a critical part in all online copy, so make sure you are up to speed on SEO techniques.

Evoke emotion by setting context – use statistics, names and sensory descriptions to set the scene, take your customer on a journey, inform them and educate them.

Address the benefit – explain how your product or service offers a solution to a customer’s problem.

Use images – can they help trim words? Tell a story more effectively by using photos, infographics, tables and embedded multimedia.

Are your claims different from the competition? Say so (while being mindful of legal implications of making comparisons)